Why Tabs are on Top in Firefox 4
A Mozilla UX designer talks about the the usability benefits of placing tabs at the top of the browser.
Tags: User Experience
July 16 2010
July 8 2010
Television programming: Monetizing the entire content lifecycle
The goal of television networks should be to monetize each phase of the content (i.e. television program) lifecycle. In order to accomplish this, consumers should always have a way to legally access the content throughout each phase of the lifecycle. Content vacuums–periods of times where content is not legally available for purchase by consumers–is when piracy has the potential to be highest.
Unfortunately, these content vacuums traditionally occurred shortly after the initial television broadcast, when consumer interest was highest. Obviously this wasn’t a problem before broadband internet. However, with the widespread adoption of broadband, consumers are now able to stream or download content at acceptable speeds which makes illegally distributing and consuming content much easier.
Monetizing the entire lifecycle
1: Television Broadcast Phase
This is the phase that we’re all familiar with. Networks broadcast their programs on TV which generates revenue through the sale of on-air advertisements or via subscriptions (e.g. HBO).
2: On-line Broadcast Phase
This new phase will occupy the space between the original television broadcast and the DVD sales phase. Piracy activity has traditionally been highest here. Due to the fact the content wasn’t legally available, pirates moved to fill this content vacuum.
Content vacuums–periods of times where content is not legally available for purchase by consumers–is when piracy has the potential to be highest.
Networks must continue to move into this space and create revenue by streaming their content via the web (YouTube, Hulu, etc.) or selling content via programs like iTunes. Revenue during this phase can be ad based, pay-per-view based, pay-per-download based, or subscription based. It’s important to remember that the latter three options require a low-barrier ‘one-click’ payment method similar to the iTunes’s music store’s process in order to facilitate transactions.
Obviously this will not eliminate piracy. However, these activities will reduce piracy and monetize a phase of the product lifecycle that was previously ignored.
3: DVD sales Phase
DVD sales should begin shortly after the television program’s season is complete. It is important to note that any free on-line broadcasts of the same content (eg. on YouTube or Hulu) should be stopped. Free online content will cannibalize DVD sales if the ‘on-line broadcast’ phase and the ‘DVD sales’ phase are allowed to overlap.
Conclusion
Television networks are experts at monetizing the ‘television broadcast’ and ‘DVD sales’ phases of the content lifecycle. Embracing technology such as video streaming and developing in-house or partnered (i.e. YouTube) delivery services will allow customers to legally consume content. That, coupled with a streamlined content purchasing system similar to iTunes or an ad based revenue model, will allow television networks to monetize a previously untapped revenue source.
Tags: Media